Cinema Maluku
Cinema De Vlugt | 2025 | Strategy & Concept development, Film Direction
Cinema Maluku is more than a film festival. It's a space where stories, generations and perspectives come together, exploring the rich history and evolving identity of the Moluccan community in the Netherlands.
As the festival's creative and communications lead, I brought together film programming, campaign strategy and visual storytelling to create a narrative that reached beyond the screen.
From developing the festival's campaign concept to directing its visual content, I worked to make cultural heritage feel both personal and relevant to new generations. Through community-driven storytelling, social media and press outreach, including coverage by Omroep ZWART, we brought Moluccan voices into the spotlight.
At its heart, the campaign was about more than celebrating where we come from. It was about creating space to reflect on who we are, how our stories connect us and where we go from here.
Strategy
For Cinema Maluku, I created a storytelling series featuring Moluccan key figures in film. Well known Moluccan actors, directors, editors and videographers, shared their personal stories, split into two themes:
1. What does Moluccan mean for me... (Moluks zijn)
and 2. My inherited heritage (Pusaka).
Through intimate video and photo portraits, we brought personal narratives to the forefront and connected them to broader conversations about belonging, resilience, community and the desire to discover all the layers of the Moluccan identity at the festival.
The campaign lived on social media Instagram and TikTok, bridging lived experience with cultural memory in a way that deepened audience engagement.
